For militaries and commercial sectors across the world, working in challenging environments, off-map locations, and ever-changing conditions often puts people in harm's way. Automation offers opportunities to make working environments safer and more efficient. Overland AI has been developing off-road automation for a number of years but were planning to come out of stealth to start raising funds and reaching out to potential customers. The team approached Wunderdogs to help develop their brand from the ground up, providing a clear approach and presence with which to hit the market.
Up to now on-the-ground automation has been largely limited to consumer vehicle automation which is easier to map and integrate into existing structured road networks. For those operating in off-grid locations without easily available mapping and amongst challenging environments and conditions automation simply wasn’t up to scratch. We worked with the Overland AI team to create a brand strategy that positioned the brand around its core value of offering the most advanced automation technology in the most challenging environments. Given the straightforward, no-nonsense requirements of military and commercial audiences, we aimed to get the point quickly to meet their unique needs.
With key audiences that value reliable, straightforward technology with clear value to their operations, we built an identity that blended a sense of strength and technological advance. The logo conveys a shield and forward movement connecting to the worlds of the audience. A color pallet leading with a deep blue contrasting with brighter accents comes together with a visual language featuring sharp angles and diagonal breaks to convey motion in every execution. Imagery is focused on the vehicles and environments that Overland AI operates in to create clarity on how the product supports those in the most challenging working environments.
Taking our visual identity to web offered the team an opportunity to launch the brand to the world, showcasing the business as a credible, advanced leader in the field. The visual language creates impact while offering unique spaces for holding photography and content. The team wanted to showcase the technology in action so the inclusion of extensive video content gives users a clear understanding of the capability of the technology.